BACKGROUND For a long time, Guinness in the UK has been synonymous with Rugby. So much so that their marketing activity is almost exclusively centred around the sport. However, this strategy would not translate in an African market. Not only is the drinking culture very different, rugby is not a popular sport. Instead, the brand wanted to attempt a similar concept, but with Premier League football.
TASK Every Minute Made of Black was based on the insight that groups of young African men regularly gather in bars to watch football matches between the UK’s top football teams. To make Guinness their beverage of choice during these social occasions, we offered them the chance to win cash prizes if the minute under their bottle cap matched when a goal was scored. The graphic language was designed to express the excitement of the games as well as the rivalry between teams and their fans, red and blue being the most popular colours of “the big six” Premier League clubs.